We have a love-hate relationship with change. We want the latest technology, like cell phones or IPads. But we complain vehemently when Facebook changes their layout or anything on their page. We look forward to the new TV season but we continue to do business as usual.
We are creatures of habit, not wanting to stray far from our comfort zone. Or as Captain Barbosa would say “Yer off the edge of the map, matie. Here, there be monsters.” Okay, so maybe we’re not afraid of monsters, and it’s not really the great unknown that we hate about change. So why do we resist change when it comes to marketing our business?
Unlike any other time in recent history, marketing and advertising are undergoing radical changes. Even back when television advertising rose to prominence, it was still an interruption marketing model – we interrupt this program for a word from our sponsors. But first the internet and now social media have changed that drastically.
Marketing today is all about relationships. We’ve heard the marketing gurus preach “know, like and trust” as it relates to building rapport for years. Loosely translated, that meant salesperson must find a way to communicate with the customer. However today, the trust factor is often built long before a salesperson gets involved.
Long before a prospect walks through the door or picks up the phone, they’re doing their homework, their due diligence. It starts at the website then moved to social media sites. If they find a self-centered, “me first” message or a good old-fashioned sales pitch, they hit the back button and check out the next business. But if they find a customer focused, value message, they are moved much further down the decision making path.
Here are 5 changes to a business as usual approach for your online marketing presence.
- You vs. We – Review the home page of your website and count the number of times it says “we.” The more “we’s” there are the faster visitors will leave the site. Remember, they don’t care about you – only what you can do for them.
- Call To Action — Does your website tell the visitor what action they should take? While you may think it’s obvious the visitor will call you upon seeing your awesome site, they may be looking for the e-mail button. A simple “Call Now” followed by the phone number increases the chances they will contact you.
- No High Pressure Sales — A common mistake of social media newbies is thinking “I now have 200 friends I can sell to.” Every other post on Facebook is about their current special or their incredible product or service. And they wonder why social media doesn’t work.
- Boring Content — Tweeting or Facebooking the pictures of your lunch every day is not likely have friends or followers waiting expectantly for the next installment (unless you’re a food reviewer.) Share something that makes people think or that will elicit a response.
- Interaction Is King — Having an audience is one thing but having an audience that is engaged is golden. An engaged audience will not only remember your content but eagerly anticipate your content.
What are you doing to move from business as usual to become a master of online marketing?
Gary Wagnon is the owner of 800biz Ninja Marketing Strategies and the Ninja Marketing Dojo, a program designed to help businesses master all aspects of online marketing. The goal of the Ninja Marketing Dojo is to improve search engine rankings, increase web site traffic and convert more browsers into buyers.